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SEO | The History & Basics

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A brief overview on the history of search engine optimization, getting your website search friendly and findable and link building by Preston Van Dyke.

A brief overview on the history of search engine optimization, getting your website search friendly and findable and link building by Preston Van Dyke.

Published in: Education, Technology, Design

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  • 1. Search Engine Optimization
    A site that LOOKS GOOD is NO GOOD unless it can BE FOUND.
    Snapshot:
    How Search Engines Work
    Quick History of Search Engine Optimization
    Current SEO Techniques
    Search Engine Marketing
  • 2. How Search Engines Work
    A site that LOOKS GOOD is NO GOOD unless it can BE FOUND.
    Begin crawling at trusted sites.
    Follow links to discover new pages.
    Determine unique content and relevancy.
    Parse code and index pages.
  • 3. Quick SEO History
    A site that LOOKS GOOD is NO GOOD unless it can BE FOUND.
    1990’s – All On-Site Factors
    • URL Submission
    • 4. Meta Tags Determined Relevancy
    • 5. Keyword Saturation/Manipulation
    1998 – Off-site Factors Come Into Play
    • Page Rank Algorithm Created
    • 6. Link Juice Introduced/Link Spamming
    On To Current Factors & Practices
  • 7. URL |On-site Optimization
    A site that LOOKS GOOD is NO GOOD unless it can BE FOUND.
    URL Structure
    Dynamic URL - These are common on blogs, forums and e-commerce sites and may look like this:
    http://www.yourdomain.com/category/thread.php?threadid=12345&sort=date
    Static URL - Does not rely on variable strings. Easier to optimize for relevant keywords and remain cohesive throughout the site.
    http://www.yourdomain.com/category/this-is-a-filename.html
  • 8. Titles |On-site Optimization
    A site that LOOKS GOOD is NO GOOD unless it can BE FOUND.
    Titles
    Page Title
    H1
  • 9. Meta |On-site Optimization
    A site that LOOKS GOOD is NO GOOD unless it can BE FOUND.
    Description Primary Purposes
    • To describe the content of the page accurately and succinctly.
    • 10. To serve as a short, text "advertisement" to click on your results in the search results.
    • 11. To display targeted keywords, not for ranking purposes, but to indicate the content to searchers.
    Guidelines
    • Typical length should not exceed 160 Characters.
    • 12. Avoid over selling the site. Keep the description honest.
    • 13. Do your best to provide some type of incentive and call to action.
  • Keywords |On-site Optimization
    A site that LOOKS GOOD is NO GOOD unless it can BE FOUND.
    Keyword Research Factors
    Keyword Placement
    • Employ at least one or two variations of a term and potentially splitting up keyword phrases.
    • 18. It is impossible to pinpoint the exact, optimal number of times to use a phrase on the page, but - 2-3X on short pages, 4-6X on longer ones and no more than makes sense in the context of the copy.
    • 19. Important keywords should be featured in the first few words (50-100, but hopefully even sooner) of a page's text content.
  • Navigation |On-site Optimization
    A site that LOOKS GOOD is NO GOOD unless it can BE FOUND.
    User-Friendly Is Search Engine Friendly
    • Keep navigation logical.
    • 20. Do not exceed more than 100 links on a single page.
    • 21. Build navigation from the home page.
  • Sitemaps |On-site Optimization
    A site that LOOKS GOOD is NO GOOD unless it can BE FOUND.
    One For Users and One (or more) For Engines
    XML Maps For Engines
    • Use of canonical tag for unique authority.
    • 22. Make engines aware of all pages available for indexing.
    HTML Maps For Engines
    • Simply for usability and functionality.
  • Flash | On-site Optimization
    A site that LOOKS GOOD is NO GOOD unless it can BE FOUND.
    If it cannot be seen by the SE it cannot be optimized.
  • 23. Overview |SEO Webmasters Say...
    A site that LOOKS GOOD is NO GOOD unless it can BE FOUND.
    What Google Webmasters Say:
    • Use unique accurate titles
    • 24. Use brief accurate (meta) descriptions
    • 25. Improve URL Structure
    • 26. Offer Quality Content Useful To Visitors
    • 27. Use Descriptive More Detailed Anchor Text
    What Bing Webmasters Say:
    • Achieve High-Quality, Authoritative Inbound Links
    “The type of SEO work and tasks webmasters need to perform to be successful in Bing hasn’t changed—all of the legitimate, time-tested, SEO skills and knowledge that webmasters have invested in previously apply fully today with Bing.”
  • 28. Search Engine Marketing
    A site that LOOKS GOOD is NO GOOD unless it can BE FOUND.
    A website alone, without off-site marketing, rarely will
    receive quality rankings.
    Link Building Techniques
    • Editorial Accumulation – If you build it they will link to it.
    • 29. Manual Suggestion/Approval – Requesting links from relevant ranking sites, writing optimized articles with anchor links and manual submissions to directories.
    • 30. Commenting – Guestbook signings, forum signatures, blog comments, or user profiles. While typically low quality in large sums they can draw results.